Website Visibility & Leads
The simple fact is all small business owners and stakeholders, with little exception, expect their company website to provide utility, and in particular, generate leads for new customers and clients. I mean, that’s one of the main reasons the websites were built, right? The truth of the matter is this expectation is NOT going to happen for most businesses … that is without investing in the right digital strategy.
The Small Business Reality in the U.S.
Let’s take a quick moment to set the stage, so we are looking at things through the same lens. First, a few facts. In the United States, there are:
- 34.8 million small businesses
- 260 million adults (18+)
- 8.5 billion Google searches daily
- Less than 1% of searchers go beyond Google’s Page One
- There are only 6 to 8 organic search results listed on Page One of Google
Let's drill down and get geographically focused
Let's use the state Florida as our Guinea pig. And let's look at two very different types of business - legal services (attorneys) and restaurants. First a few facts:
- The Florida Bar has over 80,000 active resident attorneys
- Miami-Dade County has 16,300 attorneys
- Tampa, Florida has 12,500 attorneys
- Florida has an estimated 244,631 restaurants
- Miami-Dade County has over 21,000 restaurants
- Tampa, Florida has over 9,300 restaurants
- The population of Florida (Nielsen DMA) is approx. 33,100,000
- Miami-Dade, FL (Nielsen DMA) 14,300,000
- Tampa, FL (Nielsen DMA) 7,800,000
Getting noticed is a highly competitive business.
This means in Miami there are over 16,000 attorneys competing for 8 organic search result listings when someone Google's "attorney in Miami". Now the reality is there are several different types of law practices, so searches may get more specific or detailed. There is family law, personal injury, criminal defense, real estate, estate planning, and more. So let's look at family law where there are 1,085 lawyers in Miami practicing family law ... and let's assume this population of attorneys follows the norm of 10 attorneys or less per practice. So we can confidently assume there are approximately 200 law firms in Miami. This means, there are 200 law firm competing for 8 organic search result slots when someone Googles "family law attorney in Miami".
However, it is not just attorneys competing for these 8 organic listings. There are other businesses - monster platforms offering law firm reviews, law firm listings, government agencies, etc. - in competition for these spaces. Not to mention these large platforms/sites have tons of content and are run by teams of experts aiming to monetize their content on page one of Google. So naturally, they will be awarded some portion of the limited organic listing spaces. Simply having a well-written, professionally-designed, 20 to 30 page website comprised of brochureware and a few blog posts no longer has a shot to show up on page one of Google.
Now let's quickly address restaurants where the same dynamic is true, but exacerbated times 10. There are 21,000 restaurants competing for 8 organic listings on page one of Google, when someone searches for "Restaurants in Miami". So let's narrow in a little but and search for "Mexican Food Restaurants in Miami" ... there are a whopping 1,128 Mexican Food Restaurants in Miami, all of which would like to be on page one of Google in one of eight spaces. Again a chunk of the available organic positions are sucked up by monster platforms like Trip Advisor and Open Table, so mom and pop establishments get eclipsed by larger, more sophisticated competitors.
We see this same pattern repeat itself across literally every business category from water softener companies to pool contractors to medical clinics to coffee roasters and beyond. Online is where consumers go first. Businesses know this and are competing for these coveted few organic listings on page one of Google.
So how does the average small businesses get an organic listing on Google page one with so much competition?
The harsh reality is the average small business will likely never achieve an organic listing on page one of Google search results for the services or products it offers!
Anyway you look at it, businesses are operating in very crowded space. Businesses need to make sure people who are interested in their offering can easily find them. With only 6 to 8 organic search results on page one of Google, that is a very steep challenge. And a great looking site with smart copy built on a new platform just isn’t enough any more.
While there are search engine optimization (SEO) strategies - like longtail search, hyper localization, etc. - that can help businesses gain visibility in this crowded space, it will require a very intense focus and investment of time and/or resources. Not to mention, search engine optimization is not an immediate fix. Seeing the effect of search engine optimization can take several months and for a lot of small businesses - that need immediate sales revenue - it’s just too much time. To be clear, I’m not suggesting giving SEO a hard pass. In fact, SEO is a very important part of playing the long game ... it's just not the silver bullet.
Small businesses success lies in a smart Search Engine Marketing (SEM) strategy.
The right SEM strategy for small businesses needs to be a combination of tactics that deliver both immediate visibility as well as long-term sustainability. And it needs to be a strategy that delivers an immediate return on investment. That means the one simple solution for gaining visibility is not so simple ... the solution is comprised of an integrated mix of strategies, tactics, and micro strategies.
Immediate Visibility on Google Page One
Yes, we’re talking about “paying to play” on page one of Google … an essential for businesses that want instant exposure. But the key is choosing the right ad formats based on business goals, audience, and industry. Google offers several products that include:
- Search Ads
- Performance Max Ads
- Product Listing Ads (PLAs)
- Local Service Ads (LSAs)
To clarify once again, we are not suggesting paid ads on Google is all there is to search engine marketing. While it is a core component and immediate game changer, it is not the entire program. The good news is Google ad campaigns, in the right hands, can be very effective and pay for themselves almost immediately.
Gaining Trust and Authenticity
While search engine marketing (SEM) strategies that include paid ads deliver immediate exposure, the impact of search engine marketing on brand perception and trust extends far beyond paid clicks. By integrating strategic messaging, high-quality content, and credibility signals, businesses can use SEM not only as an acquisition tool but as a long-term brand-building asset that promotes trust, reputation, and credibility.
- Consistent Messaging & Transparency – Aligning ad copy with landing pages, maintaining brand consistency, and providing clear, trustworthy information helps establish credibility.
- Customer Reviews & Social Proof – Featuring testimonials, ratings, and user-generated content in ads and landing pages reinforces trust and influences purchasing decisions.
- Google Business Profile Optimization – Keeping business details accurate, responding to reviews, and showcasing high ratings enhances local credibility and trust.
- Quality Content & User Experience – Well-structured landing pages, fast-loading websites, and clear navigation create a positive impression and improve conversion rates.
- Responsiveness & Engagement – Prompt customer service, active social media interaction, and timely responses to inquiries demonstrate authenticity and build long-term brand trust.
Ultimately, SEM is not just about spending money to appear in search results — it’s about strategic investment and continuous optimization. When executed effectively, a well-balanced SEM approach can drive immediate traffic, build brand authority, and establish a foundation for sustainable growth in an increasingly competitive digital landscape.
Affordable. Powerful. Immediate.
Canvasblu’s SEM services deliver more leads with less hassle. Packages start under $1,000 per month and pay for themselves almost immediately. Canvasblu is a trusted marketing partner, serving small businesses across the U.S. since 2014.
Are you ready to get more customers and grow your business?
Learn more about our search engine marketing (SEM) services and get started today!
Quick Glossary of Terms, Just in Case:
What are Search Ads?
Text-based ads that appear at the top and bottom of Google Search results. These ads operate on a pay-per-click (PPC) model, where advertisers bid on keywords to capture high-intent searches. They are commonly used by service-based businesses to attract potential customers actively searching for their offerings.
What are Performance Max Ads?
A goal-based campaign type that uses Google’s AI and automation to deliver ads across Search, Display, YouTube, Gmail, and Discover. These ads optimize in real-time based on user behavior, maximizing conversions by finding the best ad placements automatically.
What are Product Listing Ads (PLAs)
Shopping ads that appear in Google Shopping results, Search results, and partner sites, displaying product images, titles, prices, and retailer names. These ads run through Google Merchant Center and are essential for e-commerce businesses looking to showcase products visually and drive purchases.
What are Local Service Ads (LSAs)?
Ads designed for local service providers in industries such as home repairs, legal services, and healthcare. These ads appear above traditional search ads and include a Google Guaranteed or Google Screened badge, verifying business legitimacy. LSAs operate on a pay-per-lead model, meaning businesses only pay when they receive a direct inquiry rather than per ad click.
